Amazon is aiming for the purveyor of Swedish metadata for books. This looks interesting, it will take a while before they are established though. Their claim is that they want to distribute books to overseas Swedes, nobody is buying that argument though. They don't have any problem getting books from Letto and Dito, the two largest eBook stores in Sweden at the moment. Self-publishing will become a reality, today it isn't, those eBook store are owned by BPH.